Drawing tourists in for winter

AS WINTER arrives and communities farewell the warmer weather, Tourism Greater Geelong and the Bellarine (TGGB) is on a mission to drive awareness and visitation to the region.

Launching a new marketing campaign to show prospective tourists that Geelong and the Bellarine has as much to offer in winter as it does in summer.

The off-season campaign, titled “Off-Peak. On Point”, shines a spotlight on winter experiences, highlighting the best the region has to offer.

Among the campaign’s featured attractions is Australia’s best spa, Lon Retreat, Australia’s Best Golf Town, crowned by Australian Golf Digest, and the award winning Lethbridge Wines.

The Archibald Prize is also featured in the campaign, opening at Geelong Gallery on August 30, celebrating the best portraits in the country.

“The Off-Peak, On Point campaign positions Geelong and the Bellarine as the place to enjoy more of the good stuff – more culture, more food, more nature with less waiting around,” Tourism Greater Geelong executive director Tracy Carter said.

“It’s about enjoying the sweet spot outside of the summer peak.

“Many of the region’s top attractions are still under the radar for locals and visitors alike, off-season is the best time for them.

“You don’t need a passport for this, just a couple of days and a will to unwind.”

Understanding half of the visitors to Geelong and the Bellarine are to visit residents living in the region, TGGB is distributing thousands of postcards to local residents to send out and invite people to visit.

Local Newtown-based agency Make Mate has developed the campaign concept, delivering it across digital, print and outdoor media.

Potential visitors across regional Victoria will be targeted including the Mornington Peninsula and Melbourne’s western corridor.

Postcards are available from Visitor Information Centres in the region.

For more information and things to do, head to visitgeelongbellarine.com.au.